Introduction

In this high-energy episode, Martin Coburn is joined by pitch expert and long-time collaborator Susie O’Gorman to break down what separates winning pitches from forgettable ones. With over 60 years of combined experience coaching sales teams, Martin and Susie reveal the tools, tactics, and mindsets that help teams succeed under pressure.

If you've ever walked away from a pitch thinking, "We should have won that," this is your roadmap to changing that outcome next time.

In this episode:

• Why good pitches fall flat
• Mastering a disciplined approach
• Storytelling as a strategic weapon
• Win Rate Optimisation
• Pitching Insights

Quotes in this episode:

Curiosity - “I’m constantly surprised in working with experienced teams that they are working on assumptions rather than insights.”

Creativity - “Teams lack creativity when they are trying to play “too safe” and goodness does the client appreciate it!”

Conviction - “Do you have conviction in your desire to work with this client?” “Are you genuinely excited…well you may want to let your face know!”

“This is relevant to any situation where you are presenting your ideas to others.”

“If your story isn’t resonating you won’t be successful”

“Ask yourself have I really got to the root of what the client wants”. “if not what questions can you ask to gather that insight.?”

“Facts and data light up two parts of the brain, stories and metaphors light up seven parts of the brain.”

“As a client I want to know “what’s in it for me!” Go further than you think you need to in articulating this.”

“Be the emotional state you want others to feel.”

“Effort plus effectiveness is what gets you great results!”

Join us for The Sales Advantage – 4th June

We will be taking this conversation even deeper at the Sales Advantage on 4th June. Don’t miss this unique opportunity to sharpen, test, and elevate your sales game in real time.

This is a high impact session to help you refine your pitch, sharpen your storytelling and learn how to differentiate to win more deals.

To sign up visit: https://digital.naturaldirection.co.uk/the-win-academy-sales-advantage-june-2025

To find out more about the 10 Disciplines of Pitching and the work of The Win Academy:

• Visit www.thewinacademy.co.uk
• You can find further articles and insights related to winning business by visiting https://thewinacademy.co.uk/insights/

Stay Connected

• Test Your 7 Natural Powers Here
• Find out more about Power Up Here
• Join The Power Up Facebook Community Here
• Visit Martin’s YouTube Here
• Follow us on Instagram Here

What if the secret to a longer, healthier, and more joyful life wasn’t in the latest trend—but in timeless habits shaped by culture, community, and purpose?

In this episode, we explore the Blue Zones—five regions where people routinely live beyond 100. We’ll uncover the simple but powerful daily behaviours that underpin their extraordinary health and happiness—and what leaders can take from them to enhance wellbeing, performance, and culture.

This isn’t just about longevity—it's about living better. With purpose. With joy. And with connection.

In this episode:

• What are Blue Zones?
• Why purpose is a powerful foundation for life and leadership
• What Blue Zones teach us about movement, mindful eating, and connection
• Practical takeaways for leaders

THE RIGHT OUTLOOK-Live with direction and intention

1. Clarify your “why” – Reflect regularly on what brings you joy, meaning, and contribution. Ask: What do I love? What am I good at? What does the world need?
2. Live by design, not by default – Identify areas where you’re living from “ought to” and shift toward “want to.” Align daily choices with your core values.
3. Embrace transitions with purpose – Use life’s turning points (career shifts, aging, etc.) to ask, What’s ending? What’s emerging? Design the next chapter intentionally

MOVE NATURALLY-Make movement a natural part of daily life

1. Build micro-movements into your day – Take walking meetings, stretch every hour, or use the stairs—these small choices compound over time.
2. Move with joy, not just discipline – Garden, dance, play with kids, or hike—find ways to enjoy physical activity instead of forcing it.
3. Design your environment for activity – Keep walking shoes visible, create walkable routes, or set up your space to encourage standing and moving

EAT WISLEY-Live and eat with awareness and intention

1. Practice the 80% Rule – Stop eating when you're 80% full. Eat slowly and savour your meals without distractions. – The JAPANESE say Hara Hachi Bu before each meal as a mindful reminder to consume less. -
2. Eat mostly plants, simply prepared – Prioritize beans, greens, nuts, and whole foods. Avoid ultra-processed meals and long ingredient lists.
3. Create mindful rituals – Downshift daily with a pause: light a candle for dinner, take a nature walk, or enjoy herbal tea before bed

CONNECT - Thrive through meaningful relationships

1. Prioritise close relationships – Nurture at least three deep friendships. Time with people who care about you can add years to your life.
2. Create spaces for connection – Eat meals with others, schedule regular check-ins, or form groups around shared interests.
3. Be part of something bigger – Join a club, co-housing community, or volunteering circle. Belonging reinforces happiness and accountability.

Useful further reading and watching

• The Blue Zones of Happiness by Dan Buettner
• IKIGAI – Giving every day meaning and joy – Yukari Mitsuhashi
• Ted Talk – How to Live to be 100

Stay Connected

• Test Your 7 Natural Powers Here
• Find out more about Power Up Here
• Join The Power Up Facebook Community Here
• Visit Martin’s YouTube Here
• Follow us on Instagram Here

With hybrid work, shifting workforce expectations, and rapid technological advancements, leaders who prioritise people are the ones who thrive.

Human-centric leadership isn’t just a trend—it’s the future. As organisations navigate change, the most effective leaders are those who build trust, create psychological safety, and inspire people to do their best work.

In this conversation we will break down the key forces shaping this shift, what it means to be a human-centric leader and what it doesn’t mean!, and the essential qualities needed to succeed.

What we cover in this episode:

• The context – why leadership is shifting – cultural and generational forces
• What it means to be a human centric leader
• Key qualities of a human centric leader

And loads more!

Quotes from this episode:

“Hybrid work has rewritten the leadership playbook — visibility no longer equals productivity.”

“Gen Z and Millennials are reshaping workplace culture — they want purpose, not just pay.”

“The badge of honour once worn for burnout and long hours is both outdated and fading fast.”

“A human-centric leader is someone prioritises people's needs, well-being, and perspectives, fostering a sense of empathy, authenticity, and psychological safety within their team and organisation.”

“This isn’t about focussing on people at the expense of results!!!!!

Important to strike the balance between strength and warmth or as ZF call it empathy and drive.”

Useful further reading:

• Leaders Eat Last – Simon Sinek
  Focuses on how great leaders build trust and safety by putting their people first.
• Dare to Lead – Brené Brown
  Explores vulnerability, courage, and empathy as essential traits of impactful leadership.
• Emotional Intelligence – Daniel Goleman
  A foundational text that explains why EQ matters more than IQ in effective leadership.
• Leadership is Language – L. David Marquet
  A former Navy captain explores how changing the way leaders communicate can empower teams.
• Quiet Leadership – David Rock
  Focuses on coaching, neuroscience, and creating a supportive leadership presence.
• The Infinite Game – Simon Sinek
  Encourages leaders to think long-term, with people and purpose at the core of their strategy.

Stay Connected

• Test Your 7 Natural Powers Here
• Find out more about Power Up Here
• Join The Power Up Facebook Community Here
• Visit Martin’s YouTube Here
• Follow us on Instagram Here